As the NHL continues modernizing its image, a fresh debate is building among fans: Should the league allow cannabis sponsorships?
With cannabis now legal for adult use in many U.S. states and across Canada, the conversation feels less fringe and more like a natural next step in sports marketing. Still, it comes with a unique set of questions—especially given that public consumption remains prohibited almost everywhere, including outside arenas and on arena property.
From a fan’s viewpoint, the changing legal landscape is the starting point. Recreational cannabis is legal in Canada nationwide and in more than 20 U.S. states, including major NHL markets like Colorado, Washington, Nevada, Massachusetts, Michigan, and California. This means millions of hockey fans live in places where purchasing cannabis is as straightforward as buying a craft beer—though state and provincial laws strictly prohibit consuming it in public spaces, at arenas, or during games. Even with these limits, fans can’t help but notice a disconnect: alcohol and sports betting ads blanket the boards and broadcast screens, while licensed cannabis companies still sit on the bench.
Fairness is a recurring theme among fans. If the NHL has embraced partnerships with sportsbooks—an industry that only recently became widely legal in the U.S.—why can’t a highly regulated cannabis company run a compliant, adults-only brand campaign? Alcohol, which carries its own public-health challenges, is also a long-standing partner in the sports world. Compared to those categories, many fans see cannabis sponsorships as no more controversial, provided that messaging avoids glamorization, does not target minors, and stays clear of any suggestion of consumption at games.
Another part of the conversation centers on player wellness. The league’s joint NHL–NHLPA substance program no longer punishes players for positive THC tests as long as there is no evidence of problematic use, reflecting a shift toward support rather than discipline. Former players—including Stanley Cup champion Darren McCarty and enforcer Riley Cote—have spoken publicly about using cannabis to manage chronic pain, anxiety, and long-term post-career injuries. Fans who follow these stories increasingly view cannabis as a legitimate wellness option, not an off-limits vice. Allowing sponsorships could acknowledge this reality without promoting consumption in regulated or inappropriate settings.
However, fans also understand the league’s practical and legal challenges. The NHL spans regions with drastically different laws—not only regarding cannabis use, but also cannabis advertising. Some U.S. states prohibit cannabis marketing entirely; others allow it but only in tightly controlled formats that avoid youth exposure. Canada’s federal rules under the Cannabis Act are even stricter, banning lifestyle-style advertising altogether. A league-wide sponsorship deal could easily collide with these conflicting regulations.
There’s also the family-friendly atmosphere to consider. Many fans attend games with children. Even adults who support legalization often prefer that cannabis messaging stay subtle and responsible, much like the NHL’s approach to alcohol advertising. Any sponsorship framework would need guardrails: no consumption references, no imagery suggesting intoxication, and clear respect for public consumption bans inside and around arenas.
Still, fans see promise. Cannabis companies continue expanding into wellness, research, topicals, and community-focused initiatives—areas that align well with the NHL’s values. With careful regulation and region-specific guidelines, fans argue that cannabis brands could become meaningful partners rather than outliers.
Ultimately, from a fan’s perspective, the question isn’t whether cannabis will enter mainstream sports conversations—it already has. The real question is when the NHL will decide that the industry is regulated enough, understood enough, and socially accepted enough to take its place alongside other adult-use sponsors.
Read more on the regulatory roadblocks here.